Kotler (2010) acknowledge that a consumer's decision to buy a product begins prior to the actual purchase and also lingers on after the product has been bought. The authors book displays five steps called the “Buyer Decision Process” (Kotler, 2010, pp. 152). Kotler (2010) believes that every buyer goes through the following (Figure 2.1) stages when purchasing;
need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior stages.
Figure 2.1. Buyer Decision Process,
source: Kotler, P., & Armstrong, G. (2010, pp 152)
Kotler (2010) cautions that, it is essential for marketers to concentrate entirely on the buying process instead of focusing only on the purchase decision (step 4). Kotler however adds that, even though buyers go through the entire 5-stage process with every acquisition or purchase, it is common to find buyers either skipping or reversing some of these steps in monotonous purchases (Kotler, 2010, pp. 152).
Need Recognition
According to Solomon et al, this is the initial stage in the consumer decision making process where the consumer identifies a (substantial) disparity between what they presently have and what they desire and/or wish to have (Solomon et al, 2006, pp. 263). According to Kotler, the entire buying decision process sets off when the buyer identifies that he/she has a need or a problem (Kotler, 2010 pp. 152). He further explains that, “the need can be triggered by internal stimuli when one of the person’s normal needs—for example, hunger or thirst—rises to a level high enough to become a drive” (Kotler, 2010, pp 152). It is the stage where a buyer “perceives there is a problem to be solved, which may be large or small, simple or complex” (Solomon et al, 2006, pp. 263).
Information Search
Kotler emphasizes that the decision to search for more information on a consumer's need may occur or not (Kotler, 2010, pp. 152). Elaborating more on his earlier comment, Kotler explains that a consumer is likely buy a product which is readily available when he/she has pressing needs or urge for that product. Whereas the case is different if the consumer has no strong drive towards the product. In that case, the consumer is likely to commence an information search in relation to his/her needs (Kotler, 2010, pp. 152 & 153). Solomon et al
describe the information search stage as the “process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision” (Solomon et al, 2006, pp. 265). In an updated edition written by Solomon, the author questions if the knowledge about a product will make any significant impact on information search or not (Solomon, 2010, pp 310). According to the author, in the beginning, the answer might seem definite and easy but it really isn't as clear (Solomon, 2010, pp 310). To further elaborate, Solomon states also that, people who are very knowledgeable about products use a much different procedure when making the decision to purchase a product in comparison to novices, who have much less knowledge. Thus the novice is more prone to search for more information about the product (Solomon, 2010, pp. 310). On the other hand, the more knowledgeable ones who are obviously much more abreast with the product categories are expected to comprehend with the meaning of any latest information about a product they may purchase (Solomon, 2010, pp.
310). While leads to the question “So, who searches more?” to be asked again. According to Solomon, (2010) “the answer is neither: Search tends to be greatest among those consumers who are moderately knowledgeable about the product”. As displayed in Figure …, the author finds “an inverted-U relationship between knowledge and external search effort” (Solomon, 2010, pp. 310). He concludes that, people with moderate or little knowledge might feel unskilled to embark on a broad information search, or they may probably not have an idea of where to begin the search from (Solomon, 2010, pp. 310).
Figure 2.2. The relationship between amount of information search and product knowledge, source: Solomon, M. R. (2010, pp. 310)
Evaluation of Alternatives
According to Schiffman & Kanuk, (2010) there are two types of information a buyer uses when assessing the alternatives available. These information types include “(1) a “list” of brands (or models) from which they plan to make their selection and (2) the criteria they will use to evaluate each brand (or model)” (Schiffman & Kanuk, 2010, pp. 488). Schiffman &
Kanuk, (2010) being able to choose from alternatives (all potential brands or models) is a human feature which aids in making the decision-making process much simpler (Schiffman
& Kanuk 2010, pp. 488). Kotler encourages marketers to take note of the processes involved for a consumer to arrive at a final brand choice because the author believes that buyers employ different processes of evaluation when buying products (Kotler, 2010, pp. 153). The consumers/buyers put into consideration all the purchase alternatives available according to their personal preferences and also based on “the specific buying situation” (Kotler, 2010, pp.
153). Kotler, (2010) argues that, buyers may apply critical thinking skills when purchasing, while at other instances, that same buyer may choose to buy instinctively and/or do an impulse buying. Aside making personal buying decisions, buyers also have the tendencies of seeking more information and advice from sales representatives, colleagues, acquaintances, friends and suggestively from the internet through reviews made by past buyers (Kotler, 2010, pp. 153).
Purchase Decision
The purchase decision as described by Kotler (2010) is the decision made by a consumer in relation to which brand to buy. Kotler argues that, purchase intention is created at the evaluation stage, where the buyer ranks or categorizes brands (Kotler, 2010, pp. 154). As the author puts it, though the buyer will be more decisive to purchase a brand he/she prefers, there is the possibility of two factors setting against the intention and decision to purchase (Kotler, 2010, pp. 154). The first factor listed by Kotler is the “attitudes of others”. To throw more light on this feature, the author explains that a person who is very important to the buyer can have a significant impact on the buyer's purchase decision. For example: the likelihood that the buyer will buy a much more expensive product will dwindle or reduce if this important person to the buyer advises that he/she purchased a lower cost product (Kotler, 2010, pp. 154). Kotler (2010) named the second factor as the “unexpected situational factor”.
The author explained that, a buyer's intention to purchase can be based on features that include, the price, income and benefits the buyer forestalls and/or anticipates that the product
will have (Kotler, 2010, pp. 154). Kotler, (2010) is however quick to add that, certain unforeseen occurrences can create changes to the buyers intention to purchase. Schiffman &
Kanuk add that “trial purchases, repeat purchases and long-term-commitment purchases”
are the three kinds of ways consumers make purchases (Schiffman & Kanuk, 2010, pp. 497).
Post Purchase Behaviour
Kotler (2010) describes the final stage of his buyer decision process as the phase in which buyers take subsequent actions or decisions with a purchase, being that they find the purchase satisfying or not. The author states that, the job of a seller is not done when the product is purchased but extends beyond (Kotler, 2010, pp. 154). Following a purchase made, a buyer
“will engage in post purchase behaviour of interest to the marketer” depending on whether the buyer is satisfied with his/her purchase or not (Kotler, 2010, pp 154). The determining factor of a buyer being satisfied or dissatisfied about a purchase can be found in the
“relationship between the consumer’s expectations and the product’s perceived performance”
(Kotler, 2010, pp. 154). If the product does not meet the expectation of the buyer, he/she becomes unsatisfied or disappointed; yet if the buyer's expectations are met, he/she becomes a satisfied; subsequently, a buyer becomes elated or if his/her expectations are exceeded (Kotler, 2010, pp. 154). Kotler, (2010) however states that, if the gap found between a buyers expectations and performance becomes huge, the buyer's disatisfaction becomes more. It is therefore important that marketers and/or sellers promise solely what their brands can provide so that their customers will be satisfied with their purchases (Kotler, 2010, pp. 154). The author described the conflict the buyer feels following a purchase which turns out to be discomforting the “cognitive dissonance” (Kotler, 2010, pp. 154).